Reckitt's hygiene brand Dettol has apologized after a laundry disinfectant advertisement sparked widespread criticism on Chinese social media, saying the campaign contained shortcomings in its messaging and content review process.

In a statement released on June 22, Reckitt said the video was created by a third-party influencer for the Dettol brand and was intended to challenge gender stereotypes through a plot-twist storyline promoting what it described as healthy and confident attitudes toward relationships and lifestyles.

The company said the original video was first published on May 24 and that clips circulating online had been edited and taken out of context, distorting the video's intended message and fueling controversy. The advertisement has since been removed.

"Although the video was designed to criticize gender bias, it offended many people, especially women," the company said. "We sincerely apologize for the deficiencies in content expression and failures in the review process."

Reckitt said it would rebuild its content review mechanism and strengthen oversight of marketing operations to prevent similar incidents from recurring.

The backlash centered on lines in the advertisement including, "I may not be her first, but my future wife must be," and "clean and untouched by other men." Critics said the remarks promoted outdated views on relationships, objectified women and were offensive to women.

The controversy quickly gained traction on Chinese social media, becoming a trending topic and drawing widespread criticism.